GreenBook Market Research Newsletter

May 2, 2012

ISSUE

Linking Insights to Marketing Strategy! A Client PerspectiveBy Neal Cole
Client-side researchers are being asked to justify the value of research insights and explain what decisions have been driven by research. To ensure insights are linked to strategy and decision making, the client-side researcher should integrate Action Planning into the research process.

What Facebook's Instagram Acquisition Means for MRBy Allan Fromen
The future belongs to those who can figure out how to accurately measure digital, mobile and social, in addition to the traditional media. The companies that come out with breakthrough methodologies and brand frameworks suitable for the times we are living in will reap the benefits.

Biasing Your Research by the Act of Doing ResearchBy Ron Sellers
Longitudinal studies can influence how people respond to your questions simply by the fact that you have researched them before. Ron Sellers writes about the inherent dangers of bias in longitudinal research, raising questions about panels and communities as well.

Why Recall Must Die: Capturing the Point of EmotionBy Andrew Jeavons
Most market researchers give little or no thought to their reliance on recall, and in so doing they fail to challenge themselves to better understand respondents. Read this excellent summation of how technology and neuropsychology are combining to revolutionize the process as well as the promise of market research.

Let's Start Treating Survey Respondents as PeopleBy Ben Leet
People have a life outside of taking online surveys and the industry is losing sight of this, maybe because there is no telephone or face-to-face contact with the respondent, argues Ben Leet. As online panel providers refer to people as "assets", "sources", "panelists", or "traffic", he's calling on the industry to re-focus.

The CEO Series: Waleed Al-Atraqchi of AffinnovaBy Leonard Murphy
The CEO of Affinova explains how a company specialized in optimizing innovation takes their own medicine, what it takes to reconcile great discipline with being nimble, and how a smart human capital strategy can make a whole lot of a difference.